Top 40% of Listeners Consider Podcast Advertising Brands

BY Kathy Crosett
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Whether listening to motivational speakers, enjoying a lecture, or grooving to their favorite tunes, over 50% of U.S. consumers are podcast listeners. Moreover, 40% of them consider podcast advertising brands.

Technology brought us video on demand a while back. Now, consumers are discovering the joy of audio on demand. Specifically, they are incorporating podcasting into their entertainment stream. 

Podcast Listener Demographics

The Podcast Consumer 2019, from Edison Research, digs deeper into the kind of data your clients will want to know. For example, about 32% of U.S. consumers have listened to a podcast in 2019. Interestingly, about 36% of men did so in the past month, compared to 29% of women. 

If your clients are complaining about how hard it is to connect with men, let them know about podcasts and advertising on podcasts. Consumers who enjoy podcasts are also on the younger side. While 39% of 25-​to-​54-​year-​olds have tuned in during the past month, only 17% of consumers over age 55 have done so. 

Your clients should remember that younger consumers have spending power. In any given month, teens (ages 12–17) comprised 10% of the podcast listening audience.

Listening Frequency

The frequency of podcast listening is also increasing. 47% of weekly podcast consumers say they are listening more. The majority of consumers tune in via smartphone. While 90% listen at home, 64% plug in during their drive. Another 49% make use of their walking around time by listening to their favorite podcasts and podcast advertisers.

Top podcast topics include music (39%), news and information (36%), and entertainment and celebrity gossip (32%). While listening to the content, they also hear brand messages. At least 17% are much more likely to consider the brands they hear advertised. On the other hand, 37% are somewhat more likely to do the same.

About AdMall

Talk with your clients about the importance of podcast advertising. You can give them a complete profile of Podcast Listeners by checking out the information on AudienceSCAN, available at AdMall from SalesFuel.